Bart is in charge of the 360 customer data and analytical marketing scope at Carrefour Belgium. From defining the customer data and information strategy, to the development, generation, effective exploitation, monetization and governance of the loyalty program data.
From the ambition of translating online sensation into the store, Carrefour Belgium implemented a complete omnichannel approach whereby every customer should receive a suitable offer at any time, regardless of his point of contact with Carrefour. This requires a lot of change management for a company that, until recently, was mainly focused on mass communication through the folder.
Personalization is the first step: ensuring that the customer experience is constant and in line with its expectations. In order to achieve the pre-set 90% personalization goal, a continuous calculation of around 55 billion lines, with permanent optimization, is ongoing. In that context, the customer is more likely to use its customer card, because of the personal benefits he sees: exclusive promotions and services but also partner benefits are important incentives. Centralization is essential, the next step for Carrefour is to offer their customers this experience online as well.
The results are already amazing: The ROI of personalized contact moments through traditional channels has increased by about 30%. In 2 years, Carrefour evolved from 0 to 9.9 million hyper personalized contacts. In the upcoming years, Carrefour Belgium expects to achieve a multitude of this, increasing the ROI of personalized contacts through traditional channels by around 30% as well.